The Jets are already known all over the world and Forbes puts the team in fifth place on a list of the most valuable football teams. Sports brands are so big in the modern era that values can run into the billions. The NY Jets is definitely one of the “billion-dollar brands” in the sport currently. There are rumors that Woody Johnson could be interested in returning to the UK as Ambassador. From the NY Post, “No one knows if Trump will give Johnson a second appointment, but many people inside the Jets have believed for months that there was a strong possibility Johnson would depart again if Trump returned to the White House.”

Sports teams around the world have shown what the power of commercial success can bring. Jets fans would trade in a lot of the commercial side of things for more success on the fieldh and to be back in the playoff mix at the end of the season.

Other than putting the Jets on the international stage and increasing the spotlight that way, here are some other areas for increased exposure.

Embracing Esports

The Steelers have already embraced esports fully through the Knights, their esports team that is currently participating in different esports tournaments. Bringing in fans from the digital world under the same team umbrella is a potential way to bring more revenue and income to a sports team. Lots of teams have done so around the world.

As well as live events there is a fledgling gambling scene in the world of esports. This is another potential way for money to get into the sport. Soccer superstars like Barcelona have already launched their esports teams and some people exploring the top esports odds will have noticed Barca’s representation in League of Legends. LoL odds are offered on a number of bigger tournaments and more players are starting to follow the digital versions of sports.

Barcelona’s use of League of Legends might feel like a leap but football teams can start by getting involved with Madden (the game based on NFL). There has been some uptake and even an esports day at MetLife Stadium but this could be one of the best ways that new fans can be shown the sport and consider themselves part of the Jets tribe.

Travel

One of the huge factors in growing the Jets’ global brand has been their participation in NFL international games in London. The NFL’s London series has provided NFL teams with a platform to reach European fans directly and the Jets are no exception. When the Jets played the Miami Dolphins in London in 2015 it showcased the team (and the sport) to European fans who may have only known them by name. In-person games help fans connect in ways digital platforms can’t achieve alone which offers the Jets the chance to establish roots and cultivate loyalty among international fans who crave live sports action. There are Jets fan clubs around the world now.

The NFL’s international expansion doesn’t stop in Europe. With future plans to explore new markets in places like Germany and potentially South America.

The Jets were back in the UK in 2024 and this goes to show that there is enough interest in the team to support these fixtures being played in other countries.

Big Name Players

Drawing more interest may come down to improving the team. Investment on the field tends to bring some more interest and even pack out the stadium for the games.

The Jets recently added one of the NFL’s biggest names to their roster in the form of quarterback Aaron Rodgers. Rodgers is the kind of athlete whose fame transcends borders and though he is aging into the twilight of his career there is still a global interest. With his addition to the Jets, it is fair to say more eyes are on the team than ever before. International fans who might not be die-hard Jets followers are still likely to tune in to see Rodgers play. Jets fans know that a lot of the moves made in the trading market have not worked out in terms of results on the field but they may have had other motivations.

The team’s appeal to wider fanbases is also boosted by other young and rising stars. We’ve seen this as wide receiver Garrett Wilson shoots to popularity. This roster mix of established talent and promising newcomers offers something for everyone and can boost the whole team (and its viewership).

Conclusion

You could say that the Jets are something of an underdog these days. Nobody expects the team to really achieve much and the disastrous season so far is going to show that there is a long way to go. Some critics have said this team is utterly broken and will take a long time to fix. Having the finances to make changes makes a big difference and while training may be more important for the players, there are people in boardrooms constantly looking to expand the fanbase. The Jets may still have a resurgence and maybe there will be more people than ever watching it unfold.

Steve Johnson

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